Individualized Email Communications Helps Fulton Financial Corporation Deliver Outstanding Customer Service
Large financial institution uses dynamic content and advanced email strategies to engage customers
Fulton Financial Corporation with eight affiliate banks in Pennsylvania, New Jersey, Delaware, Virginia, and Maryland, strives to maintain an open dialogue with each of its customers. It believes that the only way to understand its customers’ needs is to truly listen to them. It works hard to engage its customers with every communication – and it needed a way to increase interaction with its customers through its email marketing efforts. It turned to Listrak, its email service provider, to help it optimize and streamline its email creation.
Listrak built a preference center to give Fulton Financial a central location for and an easy way to manage and use all of its subscriber data. Customers can input their unique information, such as preferred bank location and services, and can update their preferences as necessary. Then, using Listrak’s dynamic content engine, Fulton Financial can create highly personalized messages based on the data. Fulton Financial creates customized content containers for each preference category – bank name, branch location, specific services, and other customized information. Then, using a single template, the system automatically populates each email with messaging, images, and links that are unique for each subscriber. This one-to-one messaging is highly relevant and engaging on a personal level; and, because it’s automated, it saves the marketing department the time and resources it would take to create all of the different versions of each message.
Fulton Financial also uses Listrak’s behaviorally triggered messaging solution to automatically send new subscribers a welcome series. The messages are unique to each subscriber’s branch and selected preferences, and again, the messages are created with dynamic content to ensure relevant and engaging messages.
Fulton Financial is experiencing average open rates of 49% and read rates of 45% in its welcome series, proving the relevancy of the campaigns.
To learn more about Listrak and how it can help you optimize the value of your email marketing, contact us today.
Listrak is an email marketing firm providing the solutions, software, and expertise to optimize the value of email. Listrak works with clients like Waterford, Wedgwood, Royal Doulton, Wolfgang Puck, and Movies Unlimited to develop engaging email marketing that goes beyond the inbox to the individual, to deliver the extra percent in effectiveness and ROI. Visit www.listrak.com to learn more.
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